Virtual reality system including viewer responsiveness to smart objects

• US 9,940,589 B2
• Filed: 12/29/2007
• Issued: 04/10/2018
• Est. Priority Date: 12/30/2006
• Status: Active Grant

• Current Assignee: Red Dot Square Solutions Ltd. (WPP PLC)
• Original Assignee: Red Dot Square Solutions Ltd. (WPP PLC)
• Inventors: Edwards, Mark
• Primary Examiner(s): Awad, Amr
• Assistant Examiner(s): MATTHEWS, ANDRE L
• Application Number:
  US12/518,618
• Publication Number:
  US 20100149093A1
• Time in Patent Office: 3,755 Days
• Field of Search: 345 7, 345 8, 345156
• CPC Class Codes: G06F 3/011 Arrangements for interaction with the human body, e.g. for user immersion in virtual reality blind teaching G09B21/00
• CPC Class Codes: G06F 3/013 Eye tracking input arrangements G06F3/015 takes precedence
• CPC Class Codes: G06Q 10/04 Forecasting or optimisation specially adapted for administrative or management purposes, e.g. linear programming or "cutting stock problem" market predictions or forecasting for commercial activities G06Q30/0202
• CPC Class Codes: G06Q 10/0637 Strategic management or analysis, e.g. setting a goal or target of an organisation; Planning actions based on goals; Analysis or evaluation of effectiveness of goals
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0643 Graphical representation of items or shoppers

Abstract

Embodiments of the invention include a virtual reality system that includes an instrumented device used to present a virtual shopping environment to a simulation participant. The participant'"'"'s interactions with the virtual shopping environment may be used to conduct market research into the consumer decision making process. The virtual shopping environment may include one or more smart objects configured to be responsive to participant interaction. The virtual shopping environment may recreate a real-world shopping environment.

Claims

1. A computer-implemented method of generating market research data, comprising:

receiving a set of simulation data describing a shopping environment to represent in a virtual reality simulation;

generating the virtual reality simulation, based on the received simulation data, wherein the virtual reality simulation comprises a plurality of smart objects, wherein each smart object represents an element of the shopping environment and is configured to be responsive to being viewed by a simulation participant interacting with the shopping environment;

presenting the virtual reality simulation to the simulation participant on the virtual reality display platform;

monitoring eye movements of the participant while the participant interacts with the virtual reality simulation;

storing information describing the monitored eye movements; and

generating a visualization of the monitored eye movements, wherein generating the visualization of the monitored eye movements comprises;

superimposing a path of the participant'"'"'s gaze on a display of the virtual shopping environment simulation; and

at least one of;

simulating, based on the monitored eye movements, a view of a camera moving through the shopping environment and focused on what was viewed by the participant as the participant interacted with the virtual reality simulation;

or

generating, based on the monitored eye movements, a graphical representation of a sequence of smart objects that were viewed by the participant as the participant interacted with the virtual reality simulation.

2. The method of claim 1, wherein monitoring the eye movements of the participant comprises, upon determining whether the participant is viewing one of the smart objects, generating a record describing how long the participant views that smart object.

3. The method of claim 1, wherein generating a visualization of the monitored eye movements comprises generating a graphical representation of a sequence of smart objects that were viewed by the participant as the participant interacted with the virtual reality simulation, and wherein generating a graphical representation of a sequence of smart objects that were viewed by the participant as the participant interacted with the virtual reality simulation comprises graphically representing a relative degree of attention received by the smart objects within the graphical representation of the sequence of smart objects.

4. The method of claim 1, wherein each smart object represents one of a floor, a shelf, a sign, and a product within the virtual shopping environment.

5. The method of claim 1, further comprising training the eye-tracking system to monitor eye movements of the simulation participant, wherein training the eye-tracking system comprises:

prompting the participant to focus on a sequence of targeted points on the one or more display screens; and

configuring the eye-tracking system to the eye movements of the participant based on data collected as the participant focuses on the sequence of targeted points.

6. The method of claim 1, further comprising:

collecting heart rate data of the participant using a heart rate sensor while the participant interacts with the virtual reality simulation; and

correlating the heart rate data with the information describing the monitored eye movements.

7. The method of claim 1, further comprising generating one or more of the plurality of smart objects based on consumer product preferences provided by the participant.

8. A non-transitory computer-readable storage medium containing a program configured to create a virtual reality simulation used to conduct market research, the program including instructions for performing an operation, the operation comprising:

receiving a set of simulation data describing a shopping environment to represent in a virtual reality simulation;

generating the virtual reality simulation, based on the received simulation data, wherein the virtual reality simulation comprises a plurality of smart objects, wherein each smart object represents an element of the shopping environment and is configured to be responsive to being viewed by a simulation participant interacting with the shopping environment;

presenting the virtual reality simulation to the simulation participant on the virtual reality display platform;

monitoring eye movements of the participant while the participant interacts with the virtual reality simulation;

storing information describing the monitored eye movements; and

generating a visualization of the monitored eye movements, wherein generating the visualization of the monitored eye movements comprises;

superimposing a path of the participant'"'"'s gaze on a display of the virtual shopping environment simulation; and

at least one of;

simulating, based on the monitored eye movements, a view of a camera moving through the shopping environment and focused on what was viewed by the participant as the participant interacted with the virtual reality simulation;

or

generating, based on the monitored eye movements, a graphical representation of a sequence of smart objects that were viewed by the participant as the participant interacted with the virtual reality simulation.

9. The non-transitory computer-readable storage medium of claim 8, wherein monitoring the eye movements of the participant comprises, upon determining whether the participant is viewing one of the smart objects, generating a record describing how long the participant views that smart object.

10. The non-transitory computer-readable storage medium of claim 8, wherein generating a visualization of the monitored eye movements comprises generating a graphical representation of a sequence of smart objects that were viewed by the participant as the participant interacted with the virtual reality simulation, and wherein generating a graphical representation of a sequence of smart objects that were viewed by the participant as the participant interacted with the virtual reality simulation comprises graphically representing a relative degree of attention received by the smart objects within the graphical representation of the sequence of smart objects.

11. The non-transitory computer-readable storage medium of claim 8, wherein each smart object represents one of a floor, a shelf, a sign, and a product within the virtual shopping environment.

12. A system, comprising:

a computing device;

a memory storing a virtual reality program, wherein the virtual reality program is configured to;

receive a set of simulation data describing a shopping environment to represent in a virtual reality simulation, and

generate the virtual reality simulation, based on the received simulation data, wherein the virtual reality simulation comprises a plurality of smart objects, wherein each smart object represents an element of the shopping environment and is configured to be responsive to being viewed by a simulation participant interacting with the shopping environment; and

the virtual reality display platform comprising;

an instrumented navigation device,

one or more display screens,

an eye-tracking system,

the computing device, and

a virtual reality presentation program, wherein the virtual reality presentation program is configured to;

present the virtual reality simulation to the simulation participant on the virtual reality display platform,

monitor eye movements of the participant while the participant interacts with the virtual reality simulation,

store information describing the monitored eye movements, and

generate a visualization of the monitored eye movements, wherein the virtual reality presentation program is configured to;

superimpose a path of the participant'"'"'s gaze on a display of the virtual shopping environment simulation; and

do at least one of;

 

simulating, based on the monitored eye movements, a view of a camera moving through the shopping environment and focused on what was viewed by the participant as the participant interacted with the virtual reality simulation;

or

 

generating, based on the monitored eye movements, a graphical representation of a sequence of smart objects that were viewed by the participant as the participant interacted with the virtual reality simulation.

13. The system of claim 12, wherein monitoring the eye movements of the participant comprises, upon determining whether the participant is viewing one of the smart objects, generating a record describing how long the participant views that smart object.

14. The system of claim 12, wherein the virtual reality program is further configured to generate a visualization of the monitored eye movements by generating a graphical representation of a sequence of smart objects that were viewed by the participant as the participant interacted with the virtual reality simulation, wherein generating a graphical representation of a sequence of smart objects that were viewed by the participant as the participant interacted with the virtual reality simulation comprises graphically representing a relative degree of attention received by the smart objects within the graphical representation of the sequence of smart objects.

15. The system of claim 12, wherein each smart object represents one of a floor, a shelf, a sign, and a product within the virtual shopping environment.

16. A computer-implemented method of generating market research data, comprising:

receiving a set of simulation data describing a shopping environment to represent in a virtual reality simulation;

generating the virtual reality simulation, based on the received simulation data, wherein the virtual reality simulation comprises a plurality of smart objects, wherein each smart object represents an element of the shopping environment and is configured to be responsive to being viewed by a simulation participant interacting with the shopping environment;

presenting the virtual reality simulation to the simulation participant on the virtual reality display platform;

monitoring eye movements of the participant while the participant interacts with the virtual reality simulation, wherein monitoring the eye movements of the participant comprises, upon determining whether the participant is viewing one of the smart objects, generating a record describing how long the participant views that smart object;

storing information describing the monitored eye movements; and

generating a visualization of the monitored eye movements, wherein generating the visualization of the monitored eye movements comprises at least one of;

simulating, based on the monitored eye movements, a view of a camera moving through the shopping environment and focused on what was viewed by the participant as the participant interacted with the virtual reality simulation;

or

generating, based on the monitored eye movements, a graphical representation of a sequence of smart objects that were viewed by the participant as the participant interacted with the virtual reality simulation.

17. A non-transitory computer-readable storage medium containing a program configured to create a virtual reality simulation used to conduct market research, the program including instructions for performing an operation, the operation comprising:

receiving a set of simulation data describing a shopping environment to represent in a virtual reality simulation;

generating the virtual reality simulation, based on the received simulation data, wherein the virtual reality simulation comprises a plurality of smart objects, wherein each smart object represents an element of the shopping environment and is configured to be responsive to being viewed by a simulation participant interacting with the shopping environment;

presenting the virtual reality simulation to the simulation participant on the virtual reality display platform;

monitoring eye movements of the participant while the participant interacts with the virtual reality simulation, wherein monitoring the eye movements of the participant comprises, upon determining whether the participant is viewing one of the smart objects, generating a record describing how long the participant views that smart object;

storing information describing the monitored eye movements; and

generating a visualization of the monitored eye movements, wherein generating the visualization of the monitored eye movements comprises at least one of;

simulating, based on the monitored eye movements, a view of a camera moving through the shopping environment and focused on what was viewed by the participant as the participant interacted with the virtual reality simulation;

or generating, based on the monitored eye movements, a graphical representation of a sequence of smart objects that were viewed by the participant as the participant interacted with the virtual reality simulation.

18. A system, comprising:

a computing device;

a memory storing a virtual reality program, wherein the virtual reality program is configured to;

receive a set of simulation data describing a shopping environment to represent in a virtual reality simulation, and

generate the virtual reality simulation, based on the received simulation data, wherein the virtual reality simulation comprises a plurality of smart objects, wherein each smart object represents an element of the shopping environment and is configured to be responsive to being viewed by a simulation participant interacting with the shopping environment; and

the virtual reality display platform comprising;

an instrumented navigation device,

one or more display screens,

an eye-tracking system,

the computing device, and

a virtual reality presentation program, wherein the virtual reality presentation program is configured to;

present the virtual reality simulation to the simulation participant on the virtual reality display platform,

monitor eye movements of the participant while the participant interacts with the virtual reality simulation, wherein monitoring the eye movements of the participant comprises, upon determining whether the participant is viewing one of the smart objects, generating a record describing how long the participant views that smart object,

store information describing the monitored eye movements, and

generate a visualization of the monitored eye movements, wherein the virtual reality presentation program is configured to do at least one of;

simulating, based on the monitored eye movements, a view of a camera moving through the shopping environment and focused on what was viewed by the participant as the participant interacted with the virtual reality simulation;

or

generating, based on the monitored eye movements, a graphical representation of a sequence of smart objects that were viewed by the participant as the participant interacted with the virtual reality simulation.

19. A computer-implemented method of generating market research data, comprising:

receiving a set of simulation data describing a shopping environment to represent in a virtual reality simulation;

generating the virtual reality simulation, based on the received simulation data, wherein the virtual reality simulation comprises a plurality of smart objects, wherein each smart object represents an element of the shopping environment and is configured to be responsive to being viewed by a simulation participant interacting with the shopping environment;

presenting the virtual reality simulation to the simulation participant on the virtual reality display platform;

monitoring eye movements of the participant while the participant interacts with the virtual reality simulation;

storing information describing the monitored eye movements; and

generating a visualization of the monitored eye movements, wherein generating the visualization of the monitored eye movements comprises generating, based on the monitored eye movements, a graphical representation of a sequence of smart objects that were viewed by the participant as the participant interacted with the virtual reality simulation, wherein generating a graphical representation of a sequence of smart objects that were viewed by the participant as the participant interacted with the virtual reality simulation comprises graphically representing a relative degree of attention received by the smart objects within the graphical representation of the sequence of smart objects.